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Delivering Qualified Leads – An Important Element for Connecting Marketing and Sales

Important Element for Connecting Marketing and Sales

Companies engaged in multichannel marketing often find it challenging to deal with the ubiquitous gap between the marketing and the final sales. Generally, the marketers are more inclined towards generating voluminous high-quality leads, while the sales personnel are more concerned about getting more qualified sales opportunities. The sales often enter a state of fissure when the marketing wing of a business fails to get someone to meet the status of qualified sales.

Fortunately, most of the avid, knowledgeable and well-established marketers believe that this gap is completely solvable. There are a great number of things that the marketers can depend upon for closing the ever-widening gap between marketing and sales. These things, if followed and done in the best possible manner, can often result in delivering more than just the contact details of the leads, the exact thing which the sales team is always looking forward to.

Clear Understanding of Sales Ready Leads

To work in perfect coalition with the sales, the marketing officials need to understand and learn more about the definition of leads given in the sales-book. This essentially means that the marketers need to figure out the special elements behind the creation of a sales-friendly environment, learn more about the scope of opportunities and develop the ability to comprehend the level of urgencies.

For reaching this level of deep understanding, the marketers need to be aware of a lot more things about the prospects rather than just the name, address and contact information. They need to follow the BANT theory, which involves questioning the prospects regarding their budget, authority, need and the timeframe, and act accordingly.

Humanization

The marketing people generally follow a myth that almost everything can be solved through automation and often work by generating automation-qualified leads. However, these automated leads cannot reach the qualified sales level without a human touch.

Primarily, there are two reasons behind the reluctant nature of the companies towards using human touch. First, they have spent a great deal of money in getting automation platforms like Salesforce, Eloqua or Marketo, and aren't willing to spend more amount of money in other things like tele-prospecting. Secondly, the people are not cooperating enough to provide the necessary details.

The Decision Maker

While the automated prospect database is helpful in the context of yielding phone numbers, email addresses and direct mail addresses, they need something to be done at a personal level. The key to success for the marketing department is to get the sales team to define the specific segments that the marketing personnel should follow. This will surely help them shortlist and hone in the prospect list, and pick out the right prospects.

Being more of a referral program, the marketing campaign can only be successful when the team reaches down to the decision-maker. The marketers need to make sure that the initial communication is of the best quality and the offer is perfect to set up a benchmark in the mind of the prospects as to how valid is the company and how better products/services can be in the future.

Providing Constant and Convincing Offers

The marketers should always understand the prospects and offer something valuable to turn them into long-term customers. The offers should not only be convincing, but should also have the needed consistency over a period of time. If different offers are provided through email and retargeting campaigns untimely, the marketers would need to handle a broader prospective, thereby slowing down the pace and compromising the urgency of the campaign.

On the whole, marketing and sales are the two things that won't make things work in the favor of company if placed in spacious gaps from each other. Keeping the aforesaid things in mind while carrying out marketing campaigns, the marketers can surely reduce or eliminate these gaps and provide the sales team just what they are looking for.

More Stories By Walt Robertson

Walt Robertson regularly writes about B2B channel collaboration and how mordern day companies can leverage technology to create high performance sales channels. To learn more please download our eBook "A Definitive Guide to External Social Collaboration and Indirect Channel Marketing" completely free from - http://www.relayware.com/ebook/

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